Observed Signal · Sep 14, 2026 · Product Launch · Source: Adweek · Impact: 2/5 · Sentiment: Positive
Samsung Taps Couples Therapist to Ease Phone Switching Fears
Samsung's new campaign 'Switchers' features Dr. Orna Guralnik from the docuseries 'Couples Therapy' to address emotional barriers to switching phone brands. The ad pairs reality TV stars and former NFL players in therapy-like sessions to highlight the ease of switching to Samsung. The campaign continues Samsung's push into entertainment marketing, leveraging cultural figures to build brand authenticity. CMO Grigsby emphasizes Guralnik's appeal in bringing authenticity to the campaign, marking one of her few brand partnerships.
Campaign news about Samsung's marketing strategy, relevant to brand marketing and entertainment marketing, but not industry-shifting.
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Key Takeaways & Evidence Grounding
- Dr. Orna Guralnik stars in Samsung's 'Switchers' campaign addressing phone switching fears.
- The ad features reality TV stars Ciara Miller, Dylan Efron, Carl Lee Schmidt, Aniya Harvey, and former NFL players Clay Matthews and Nick Foles.
- CMO Grigsby highlights Guralnik's authenticity as key to the campaign.
- Campaign continues Samsung's push into entertainment marketing.
Connected Companies & Entities
1 Entity mapped“Samsung's new campaign 'Switchers'...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Samsung Debuts ‘Switchers’ Campaign to Help Americans Remove Emotional Barriers Behind Switching Smartphones
New Galaxy Z series campaign partners with renowned clinical psychologist Dr. Orna Guralnik to encourage people to explore something new.
Samsung Pushes 'AI Living' Across Devices
Allison Stransky, CMO of Samsung Electronics America, describes Samsung's 2026 marketing shift toward an "AI for All" vision positioning the company as "Your Companion to AI Living." Speaking on The Speed of Culture podcast from CES 2026, she explains Samsung's move from feature-led messaging to ecosystem storytelling across Galaxy phones, wearables, Bespoke appliances and QLED TVs. The company highlights SmartThings as the connective layer, notes Bespoke refrigerators now optimized with Google Gemini, and is running pilots (including SmartThings-linked home-insurance discount tests in Florida and Tennessee) and early betas for health and cognitive monitoring. Stransky also details organizational changes—media center of excellence, Connected Experience Center and data-activation teams—emphasizing data-driven marketing, creator content, live commerce and responsible, incremental product rollouts.
Samsung hires Orlik brothers for Galaxy launch
Samsung Switzerland has launched a new advertising partnership featuring Swiss wrestlers Armon and Curdin Orlik to promote its latest Galaxy devices. The campaign, titled "Die Revanche" and developed by agency Jung von Matt, markets the Galaxy Z Fold8 Ultra, Galaxy Z Fold8, Galaxy Watch Ultra2 and Galaxy Watch9. The creative links the brothers' real-life rematch at the Bündner Frühjahresschwingfest to product use cases (training analysis, recovery, sleep tracking). The campaign includes social reels, videos and imagery, and was shot in the Schwinghalle Rüfeli in Untervaz.
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